The SI Swimsuit Viewer 2012 free mobile app, a digital extension of the Sports Illustrated Swimsuit franchise, shows videos of 19 featured models when triggered by imperceptible watermarks on the photos in the print publication.

The mobile campaign is powered by mobile marketing and technology services company Nellymoser, which also worked on the 2011 equivalent, but this year the videos are triggered when the app recognizes Digimarc Corp.’s digital watermark. Unlike a QR code, the companies said, the Digimarc Discover Platform watermarks are do not impact the page design.

The free app is sponsored by DirecTV. At the end of each video, viewers see a brief DirecTV ad that features 2012 Sports Illustrated Swimsuit cover model Kate Upton.

Satellite TV company, DirecTV, is sponsoring the free Swimsuit Viewer app and will feature Supermodel Kate Upton in a brief DirectTV ad at the end “The Sports Illustrated swimsuit issue has become the gold standard for showcasing cutting edge, high-quality print-to-mobile experiences. Nellymoser is pleased to be a part of this popular issue for a second year in a row,” said John Puterbaugh, founder and CEO of Nellymoser, Inc. “Given that millions of readers look forward to this issue, we anticipate a tremendous amount of viewing activity. Nellymoser’s mobile engagement platform is designed to handle these large numbers of users while ensuring fast downloads, crisp video and clear sound.”

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Press release –
Kate Upton is the Sports Illustrated Swimsuit 2012 Cover Model. Swimsuit 2012 is out now on newsstands, tablet, mobile and Photo credit: Walter Iooss Jr./Sports Illustrated